Professional Documents
Culture Documents
Agency Management
AGENCY PROFILE
Name: Type: Client: Portfolio: JUGAAD The Way Out Full Service Ministry of Tourism & Culture Cadbury, Badshaah Masala, Indian Railways, VICCO, Bisleri
Media Advertising
IMPORTANCE OF IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers
Mass Media
Data-based Marketing
INDIA SHINING
Cross border acquisitions. Leader in IT and knowledge-based industries. Fastest growing population of workers and consumers. Rapidly growing markets. Globally recognized quality of goods
TOP 5 PARAMETERS
Business Tourism Entertainment Sports Art & Culture
VARIETY
OBJECTIVES
To create awareness about art and culture primarily amongst Indians followed by global audience. Draw strategies and promote the campaign Chalo Bharat.
5 WS 1 H
WHAT?
PROMOTION OF INDIAN ART AND CULTURE.
WHY?
Lack of awareness and appreciation of our own heritage, culture and art. To portray this sector as lucrative and open it to investment and continuity. Shift of focus towards western culture.
WHO?
Primary TG: Secondary TG: Demographics
Age: All age groups Sex: Male & Female All SECs
Indians Global
Psychographics
People having inclination towards exploring our rich Indian culture. Art enthusiasts The masses as a whole.
WHEN?
A tour diary from August-December Chalo bharat campaign will be scheduled for 2 weeks per city.
Event duration: Preparation time: 1 week/city 1 week/city
WHERE?
The Tour Diary travels through 15 Places across India
HOW?
By drawing and execution of strategies
Execution: through ATL and BTL activities
ATL
Radio
Internet
Advertising
Television
ATL
PR
National press conference in Delhi 3 days before commencement of campaign Invitees: Zakir Hussain and Lata Mangeshkar Press conference in targeted cities 4 days before event begins
BTL
Promotional activities
Catalogue
BTL
Tour Diary Ambient advertising Airlines
BTL
STRATEGIES
The 15 places covered
Mumbai Bangalore Delhi Kolkatta Jaipur Chandigarh Amritsar Shimla Indore Guwahati Goa Chennai Kanyakumari Shillong Ahmedabad
STRATEGIES
Include in school Curriculum
Generate employment
Workshops
Inaugurated by celebrity
STRATEGIES
Patronizing art and culture shops Workshops with NGOs: CSR Sales of products from workshops Volunteering Internet promotion
IBEF(Indian Brand Equity Foundation) Social Media Tourism Websites
REVENUE
Entry fees: Rs 10/day Sales of products made in workshop Auction of the artwork
SPONSORSHIP
Targeted sponsors
Amul Tata Bisleri Times Foundation Camlin Idea ICICI Tantra Fabindia
PRINT ADS
AUDIO-VISUALS
Radio Jingle
Hum sabki hai ek choti si ibadat, Mann mein hai dher saara umaang; Thodi masti aur thodi shaarat, Phir samajh aaya ki hum sabki hai ek hi chaahat. Dhikha sake aapko Hindustan ki barkat, Yeh hai hamari ek choti si koshish. CHALO BHARAT!
CONCLUSION
Thank You
Project by
Bhavya Agarwal, 4 Gautam Anand, 5 Karan Bhatia, 9 Kevin DMello, 12 Janani Balakrishnan, 17 Kritika Sirohi, 32
TYBMM (Advertising) Vivekanand Education Societys College of Arts, Science and Commerce